The store that constantly reinvents itself
Many of our favorite New York boutiques have great stories behind them, but only one actually tells a different tale each time you walk in.
Think of STORY, a newly opened raw space opposite the High Line, as the retail equivalent of a magazine. Every four to six weeks, the shop takes on an editorial viewpoint, curates its wares accordingly and is sponsored by a relevant advertiser.
After a successful first month operating under the theme of "beta" (stocked with goods from local start-ups), the merchandising chameleon has just partnered with Nerve.com and relaunched as "Love Story," offering up items--you guessed it--to bequeath a Valentine.
Purchases of some products--like the his-and-hers "Let Love Rule" TOMS shoes ($54) and PACT organic boxer briefs ($24)--include a donation to charity, while others--like the monarch-carved Vosges chocolate masks ($80)--are purely curious and cool.
Though founder Rachel Shechtman is loath to give up many of her secrets, we hear Father's Day and Fashion Week themes are in the works for future months.
STORY, 144 Tenth Ave. (at 19th St.); 212-242-4853 or thisisstory.com